Seems to me that students are attracted to business programs or other programs at universities because of the quality/reputation of the program. Most do not care about the name–which is generally the result of someone giving large $$$ for naming rights. Most kids who apply to the Tisch School of Arts at NYU dont have a clue about the Tisch family or the many programs and buildings carrying the family name,e.g.,Tisch Library at Tufts or Tisch Hall at the University of Michigan or the Tisch Brain Tunor Center at Duke University.